BBMK504 Brand Management
Group Brand Management Strategy Assignment
Learning Outcome Assessed: a, b and d
• Understand the appropriate concepts, theories and techniques related to the important
issues in brand management operations.
• Plan and manage a team project conducting a brand assessment, analysis and
development for a good or services/non-profit or profit organisation.
• Critique, add value to, and integrate brand equity management practices for brands.
Graduate Attribute Assessed: 1-4
The group presentation and report will assess student’s disciple knowledge of Session 2.1-2.2
and their communication proficiency, workplace skill and values, and information literacy and
problem-solving skills.
Weighting: Total 30% = Group of two (2)
Format: 10-minute presentation and submission of visual aids and submission of group
report
IN-TUTORIAL PRESENTATIONS and WRITTEN REPORT – GROUP OF TWO (2)
10% Presentation slides to be
Group Presentation
uploaded to Turnitin before class
in Session 4.2.
Written assignment to be
Group Report
uploaded to Turnitin by 11.59pm,
20%
Sunday of Week 4.
Rationale: Two questions often arise in brand marketing: What makes a brand strong? How
do you build a strong brand? In this assessment, in groups of two, students are required to
deliver an oral presentation and a written report applying their skills and knowledge of session
2.1 and 2.2.
1Group Presentation (10%)
Student groups of 2 will be allocated one brand. Each group is then required to prepare
a presentation on 2 topics: Brand Resonance Model (Lecture 2.1) and Brand
Elements (Lecture 2.2).
Brand Resonance Model
Analyse your brand based on the six (6) building blocks of the brand resonance model as
discussed in Lecture 2.1. Refer to the journal ‘Building Customer-Based Brand Equity: A
Blueprint for Creating Strong Brands” by Kevin Lane Keller posted in the “Assessment...

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